Shamkhani’s interview with the American news network NBC received widespread attention in political and diplomatic circles, to the point that U.S. President Donald Trump promptly reposted key excerpts from the interview. Speaking in his capacity as the political advisor to the Leader—and as one of the most influential figures in the developments surrounding Iran’s nuclear dossier—Shamkhani outlined points in the interview that clarified the core strategic principles of the Islamic Republic in its negotiations with the United States. His remarks, which complemented the formal diplomatic activities, activated an alternative channel in Iran’s foreign policy communication aimed at conveying the system’s perspectives more clearly to the West. This move may well represent a tangible application of hybrid diplomacy.
In today's complex and multipolar world, diplomacy is no longer limited to formal talks between diplomats behind closed doors. In the 21st century—marked by rapid advances in technology, media, emerging powers, and the growing influence of non-state actors—the very concept of diplomacy requires a fresh perspective. Within this context, Hybrid Diplomacy, which blends soft, hard, and smart power tools in international engagement, has gained increasing strategic relevance in foreign policy.
This raises a fundamental question: Has the Islamic Republic of Iran managed to effectively utilize hybrid diplomacy—especially during the nuclear negotiations? Before addressing this question, a closer examination of the nature of hybrid diplomacy is essential.
What Is Hybrid Diplomacy?
Hybrid diplomacy refers to the simultaneous and coordinated use of soft power tools (culture, media, public engagement), hard power instruments (military threats, economic sanctions), and smart power strategies (a calculated mix of soft and hard power) to advance national interests and engage with global actors. This approach is based on the premise that achieving desired outcomes today requires more than reliance on traditional diplomatic channels or tools.
In hybrid diplomacy, a broad range of players is involved, including media outlets, public opinion, intellectual elites, major corporations, social media networks, regional and transregional actors, and even non-governmental organizations. States must act in ways that not only consolidate their narrative on the international stage but also apply pressure, issue threats, or offer concessions in a manner calibrated to each situation.
Hybrid Diplomacy and Iran’s Foreign Policy
Since the victory of the Islamic Revolution, the Islamic Republic of Iran has consistently faced multidimensional challenges on the international stage—from the imposed war (Iran-Iraq War) and international sanctions to regional crises and the nuclear file. Within such a complex environment, the need for a multilayered and multilevel diplomatic approach has been increasingly evident. Whether in the context of P5+1 negotiations, the Joint Comprehensive Plan of Action (JCPOA), or post-JCPOA interactions, Iran has, in practice, had to utilize elements of hybrid diplomacy. This diplomacy has manifested in three main levels:
Formal: Including negotiations by diplomatic teams, drafting agreements, and engaging with international institutions.
Informal: Encompassing the role of media, academic exchanges, elite dialogues, and conveying messages to global public opinion.
Counter-pressure: Using regional power, missile capabilities, regional influence, and resistance capacities to bolster Iran’s position at the negotiating table.
During the formation of the 2015 nuclear deal (JCPOA), certain efforts were made to employ hybrid diplomacy, though the outcomes were often limited and not decisive. At the time, elements such as CNN’s coverage from Vienna’s Palais Coburg hotel, the activity of Iranian officials on social media platforms, and the publication of the Leader’s messages on those platforms were all components of a hybrid diplomacy strategy aimed at conveying Iran’s narrative to the world. Simultaneously, Iran demonstrated indigenous power in the nuclear, missile, and regional arenas to signal that regional stability could not be achieved without engaging Iran.
However, several weaknesses persisted. Structural discoordination among decision-making bodies, lack of internal media coherence, and contradictory messaging meant that after the U.S. withdrawal from the JCPOA in 2018, Iran was unable to effectively leverage hybrid tools to manage the resulting crisis. At that point, Iran’s hybrid diplomacy relied too heavily on formal, personality-driven channels.
Challenges and Imperatives of Hybrid Diplomacy in the Current Era
In the post-JCPOA era—amid Iranian efforts to revive the deal or devise alternative frameworks—hybrid diplomacy has shifted from being a strategic option to a vital necessity. Particularly in recent years, with the rise of "media diplomacy," "cyber diplomacy," and "people-centered diplomacy," it is no longer sufficient to rely solely on official sessions in Vienna or New York.
As Western powers use major media platforms, think tanks, and global networks to entrench their narrative on Iran’s nuclear activities, Iran must likewise operate actively on three fronts:
Media-Narrative Front: Launching international information campaigns, engaging with reputable media outlets, and presenting technical documents to support the peaceful nature of its nuclear program.
Technical-Expertise Front: Active participation in technical bodies such as the , inviting inspectors, and ensuring transparency while maintaining strategic red lines.
Field-Security Front: Maintaining defensive deterrence, deepening strategic depth, and strategically countering adversarial pressure scenarios.
Successful implementation of hybrid diplomacy requires coherence, coordination, and a comprehensive national strategy that brings all influential institutions onto a unified front. However, in Iran, hybrid diplomacy faces structural shortcomings and serious coordination issues that hinder its effectiveness—especially during critical junctures such as the nuclear negotiations. These shortcomings can be analyzed at three levels:
1. Institutional Gaps and Structural Discoordination
One of the main weaknesses in Iran’s hybrid diplomacy is the lack of effective coordination among diplomatic, security, media, and cultural institutions. In contrast to successful models in countries like the U.S. or China—which utilize interagency mechanisms to design and implement multi-layered foreign policies—Iran places the main burden of diplomacy on the Ministry of Foreign Affairs. Complementary tools such as international media, cultural diplomacy institutions, deterrent-capable military bodies, and public diplomacy sectors often operate independently or even at odds with each other.
A clear example of this lack of coordination was seen after the JCPOA agreement, when the official diplomatic framework was undercut by conflicting messages from domestic platforms and differing stances among officials. This allowed Western counterparts to exploit discursive gaps to increase pressure on Iran.
2. Weakness in International Narrative-Building
Hybrid diplomacy requires mastery in narrative-building and shaping global public opinion. In this regard, Iran has failed to effectively harness its available capacities. International Iranian media such as Press TV and Al-Kawthar have made technical and linguistic progress but still lack discursive appeal, meaningful connections with Western elites, and the ability to compete with Western media giants like BBC, CNN, or DW.
Moreover, the use of cultural diplomacy assets—such as artists, filmmakers, athletes, and academics—on the global stage remains minimal and mostly reactive or symbolic, rather than strategic and institutionalized.
3. Insufficient Use of Public and Elite Diplomacy
In hybrid diplomacy, non-state actors play a key role. Yet Iran has largely failed to acknowledge or engage independent intellectuals, members of the diaspora, international academics, or global NGOs. As a result, Iran’s image in global public opinion has often been shaped more by adversarial or rival media than by domestic or friendly sources.
While other nations improve their international reputations by sending academics abroad, organizing media tours, or supporting foreign students, Iran has rarely employed such tools in an organized and strategic manner.
Iran and the Path of Hybrid Diplomacy
All in all, when evaluating whether the Islamic Republic of Iran has effectively utilized the full potential of hybrid diplomacy, one must acknowledge that, on the one hand, Iran has managed to stabilize its position in a hostile international environment by leveraging certain elements of hybrid diplomacy. It has escaped the isolation that adversaries sought to impose. On the other hand, Iran’s efforts to harness the full, integrated, and strategic spectrum of hybrid diplomacy remain limited in their success.
To overcome these challenges, recommendations include establishing a Center for Hybrid Diplomacy within the Foreign Ministry, training future diplomats in multidimensional diplomacy, enhancing cooperation between military and cultural institutions in designing soft power strategies, and increasing investment in content creation and narrative-building.
Hybrid diplomacy is no longer a choice; it is a strategic necessity for any nation seeking effective bargaining power in today’s multilayered world. For Iran, situated at the crossroads of crises and opportunities, adopting this model could pave the way out of deadlocks and help strengthen soft power alongside hard power. The nuclear dossier is just one arena that can demonstrate how hybrid diplomacy—when correctly understood and applied—can keep channels of dialogue and engagement open, even in the face of sanctions, threats, and pressure.
Iran has shown that it possesses the potential to employ hybrid diplomacy. But to transform that potential into a sustainable and effective strategy, it needs institutional, intellectual, and structural reforms in its foreign policy approach. Only then can hybrid diplomacy shift from a reactive posture to a smart and proactive response to the evolving global order.
NOURNEWS